First organized in 1980 by Ida Blair and Shirlie Slack, the Ladies Auxiliary was formed by wives of VIADA dealers with the mission to help VIADA in any way possible. They filed as a non-profit organization and wanted to contribute to charitable organizations throughout the state. Their first charitable contribution went to Ronald McDonald House, which remained a favorite for years.

They operated for over 30 years, holding an annual charity auction of items donated by VIADA members. Through their dedicated efforts, they established the Fill-A-Wish program for special needs children 18 years old or younger, and created a Scholarship Fund for family members of VIADA.

In 2024, the Ladies Auxiliary became the VIAD Charity Fund, a 501(c)(3) charitable organization. The mission is generally the same - to support scholarships and charitable endeavors important to our membership with a focus on supporting children.